Right now is a great time for builders to start looking ahead - home buying season is slowing down and there's more time to develop long term goals and a strategy to help you reach those goals. During 2016 we've seen a lot of changes in the constantly evolving realm of digital marketing. Highlights included: multiple Google algorithm updates, a change in the display of Adwords, a new design in Google Analytics, and a variety of new features in the Facebook marketing platform. Being the savvy digital marketers we are, we've embraced these changes and have experimented to learn what is relevant for home builders today. We've gathered a list of the top five things we'd consider if we were a builder developing a marketing budget for 2017. 1. Content Marketing Strategy While not a relatively new concept, we see this as the largest opportunity for builders - as very few in the industry are actually taking advantage of this successfully. If you're not familiar, a content marketing strategy is the idea of creating relevant content and distributing that content to your target audience with the goal of attracting new customers. A consistent brand voice is shared across a wide variety of online channels, most often including a website, a blog, email campaigns, social media profiles, Adwords, and SEO efforts. Really, all of the other things we talk about in this post come back to a content marketing strategy, but these things really all work best when they're working together. 2. Photography Unless all of your homebuyers are discovering you through open houses, your photos are typically the first impression people have of your homes - whether that's through print or digital marketing. E-commerce sites almost always understand the importance of great photography. Whether we're searching for shoes, furniture, dog treats, what have you; we generally see multiple product shots from a variety of angles. It makes sense that users would also want to know what to expect when looking for a home. Showcasing your gorgeous homes through professional photography is a sure fire way to encourage someone to schedule an appointment with you. Check out this article to find more tips for great home photos. 3. Virtual Tours We're seeing more and more buyers looking for virtual tours online. If a potential customer is browsing floor plans on your website, it's a lot easier to imagine themselves living in one of your homes through an interactive video than trying to piece together a blueprint. Even if you primarily build spec homes, not all buyers may have time to visit a home in person. If you have a lot of buyers who are relocating to your area, virtual tours are an absolute must. 4. Digital Marketing The average American spends at least 2 hours per day on the internet (source) and that number only continues to grow. While billboards and postcards may have worked well in the past for builders, we're seeing a huge opportunity with digital marketing. Most companies have a Facebook page at least, but we find builders that have a strategy and are marketing on Facebook have the most success with this channel. Most recently, Facebook has launched lead generation ads, which allow users to share their contact info without ever leaving the Facebook platform. We know, we know, isn't the end goal of digital marketing to drive traffic to your website? This type of ad actually removes friction in the customer journey and makes it easier than ever for potential clients to get in touch with you. Google Adwords is another marketing channel we highly encourage for builders. Regardless of how well or poorly your SEO is performing, Adwords gives you the opportunity to put your business at the forefront of where people are seeking out your specific service. It's a win win. While there are tons of digital marketing channels to explore, we've found that Facebook and Adwords generally give you the most bang for your buck. 5. Responsive Website Lastly, if you don't have a mobile responsive website, 2017 is your year! A high-performing, mobile friendly website is an investment that will serve all components of your marketing strategy. Even if you invest in great photography, virtual tours, and a detailed content marketing strategy, you will miss opportunities without a website that's designed to convert. We have a lot of resources on mobile responsive sites - here are a few:

• Google Partners Connect Event
• Google and Mobile-Friendly Websites
• What Is A Mobile-First Website?

If you have questions or are curious about any of the items listed, feel free to Contact Us. We're happy to help!